This course builds on essential marketing concepts by focusing on the promotional element of the marketing mix. You will examine marketing communications strategy, and effective use of advertising, public relations, direct marketing, sales promotion and the media. To be successful in this course, you must be able to communicate well verbally and in writing, in English.
- 50% in MKTG 1102
- Not offered this term
- This course is not offered this term. Please check back next term or subscribe to receive notifications of future course offerings and other opportunities to learn more about this course and related programs.
Upon successful completion, the student will be able to:
- Describe Integrated Marketing Communications.
- Describe the role consumer behaviour plays in the development and implementation of advertising and promotional programs.
- Describe the basic elements of the communication process.
- Explain the role of communications in marketing.
- Explain the process of deciding and implementing media strategies and tactics.
- Describe the structure of the television and radio industries. Explain the role of each medium in an organization's advertising program. Evaluate strengths and limitations of using broadcast media.
- Describe the structure of the magazine and newspaper industries. Explain the role of each medium in an organization's advertising program. Evaluate strengths and limitations of using print media.
- Describe the various out-of-home and support media available to the marketer. Evaluate strengths and limitations of using out-of-home and support media.
- Explain the role of sales promotion in an organization's integrated marketing communications program. Describe the objectives, strategy, and tactical components of a sales promotional plan.
- Explain the role of public relations in the promotional mix. Evaluate the strengths and limitations of using public relations.
- Explain the role of direct marketing. Describe direct marketing strategies and tactics. Evaluate the scope and effectiveness of direct marketing.
- Explain the role of the Internet in marketing communications. Evaluate the strengths and limitations of the Internet and interactive media.
Effective as of Fall 2003
Marketing Communications Essentials (MKTG 2203) is offered as a part of the following programs:
School of Business + Media
- Media Techniques and Marketing Communications
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Programs and courses are subject to change without notice.